![]() ![]() Right: Fenty Beauty Pro Filt’r Foundation. "Now, 40 foundations has almost become the industry standard, but it’s really broadening that conversation and proposition out to other products as well."Īn "industry standard" indeed-luxury heritage brand Dior just announced at its Cruise 2019 show that it is launching a new liquid foundation with 40 shades called Dior Backstage. "It’s really focused on the idea of flesh being all flesh colors-we’re redefining the notion of what flesh color really is and having it be inclusive on every level," Wells told WWD. Just this week, Revlon announced its creative director (and founding editor of Allure) Linda Wells is launching a new prestige line called Flesh with 40 shades of foundation. But suddenly, it seems every new launch is following Fenty's footsteps by introducing 40 shades from the get-go. ![]() The much-deserved excitement and joy sent a clear message to the beauty industry: Do better.Īnd so we know 10 shades of beige foundation won't cut it anymore. It was an unprecedented launch-brands often do shade extensions later-and makeup lovers sang her praises for creating a truly inclusive makeup line that catered to all women, men (see: Daniel Kaluuya), deeper skin tones, albino skin, and anyone who identified any way in between. When Rihanna debuted her Fenty Beauty makeup line with an impressive 40 shades of foundation, the beauty world shook.
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